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PR Plan Creates "Winning Opinions"

Publication Date: 2004

Source: SO08 Silver Anvil Award
Product Code: 6BW-0402C02
Organization/Author/Firm: Carl T. Hayden Veterans Affairs Medical Center
Industry: Health - Medical - Pharmaceutical
Specialization(s): Institutional Programs / Internal Communications / Reputation Management
Format: Campaign Case Study (Silver Anvil)
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This entry is an example of a turnaround in the image of a Veterans Affairs Medical Center. Our goal: To improve the perception of the Carl T. Hayden VA Medical Center as a quality medical facility among key publics. Key publics included employees, opinion leaders, and the community at large. Strategies included direct communication with key publics, media relations, and special events (particularly the Veterans Day parade event). Challenges included recent negative publicity regarding VA Medical Centers generally in the national press, which we feared had had a negative impact on our particular VA Medical Center. All objectives were achieved.

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